Sunderland set for '£5m' windfall after 'very surprising' developments - Stefan Borson
Sunderland's owners will welcome the incoming windfall as talks finally advance over a new front-of-shirt sponsorship.
That is according to former Manchester City financial adviser Stefan Borson, who exclusively told Football Insider that the entire situation has been a baffling one at the Stadium of Light.
During an incredible 2025-26 campaign, W88 donned the club's kit, as the Black Cats finished seventh in the Premier League and qualified for Europe.
And despite the success in their first season back in England's top flight, Sunderland were forced to enter the new campaign without a front-of-shirt sponsor.
New regulations around betting sponsorships have made things significantly harder for Premier League clubs, but the Black Cats may finally have a solution.
Accordnig to iNews, another company is now in advanced talks after a deal with Visit Ghana collapsed, with the hope that a deal can be signed off imminently.
Sunderland in 'surprising' sponsorship ordeal
Speaking exclusively to Football Insider, Borson has downplayed the importance of getting a deal done now, though, with it likely being worth very little.
"Well, it's a bit late now. How important is £5million? I guess, yes, it's important. You'd rather have it than not have it," he said.
"It's really, it's pretty binary. They'll either get the £5m or they won't. The impact is £5m. It's not the plan to be in mid-October and not have a sponsor.
"You would want one for last night, winning a game like that, being on the back pages; you'd want a front-of-shirt sponsor there. They haven't got it.
"It seems strange to me that they haven't been able to fill that. I know it's a very challenging market. But a club of Sunderland's size, with the stadium, following and Europe, they should have been able to get a meaningful brand to sign up. I think it's very surprising."
Sunderland's troubles remain on the pitch
As already discussed, Thursday, 15 October, would have been the perfect chance to show off a new sponsor when beating Torreense in the Europa League.
Noah Sadiki netted in the third minute of added time to secure a 2-1 win away from home, but it won't distract from the Black Cats' early issues.
Regis Le Bris' side are sitting just one point above the Premier League relegation zone after six games, and there are genuine concerns at the Stadium of Light.
Mick Brown told Football Insider that the strong start in Europe has essentially saved the manager from being sacked, but that could change very quickly.